Branding Basics

Branding is one of the most important aspects of any business, large or small, B2C or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean?

Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

The foundation of your brand is your logo. Your website, packaging and promotional materials should integrate your logo which should consistently communicate your brand to your audience.

Brand Strategy

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering your brand messages to. Your brand strategy also includes your distribution channels and your visual and verbal content.

Consistent, strategic branding leads to a strong brand equity, which simply means the perceived value of your company’s products or services allows you to charge more for your brand, than an identical, unbranded product .

Defining Your Brand

Defining your brand can be difficult unless you can answer the questions:

  • What is your company’s mission?
  • What are the benefits and differences of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

You should know the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think. Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a professional online marketing firm so you can maximize your profits and ROI.

Once you’ve defined your brand, how do you get the word out? Here are a few time-tested tips:

  • Have a simple but memorable logo
  • Know your brand messaging
  • Integrate your brand
  • Create a “voice” for your company that reflects your brand
  • Develop a memorable tagline
  • Create brand standards for your marketing materials
  • Be true to your brand
  • Be consistent!

Natimark uses critical targeted data to effectively measure, predict and optimize your results to increase your ROI. Call us today to find out how we can customize a strategic targeted marketing plan based on accurate, real-time predictive data that is relevant to your business. Visit